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Secrets of Female Car Buyers From an Industry Pro

Lisa Carr was destined to be in the car leasing business.

Say her name out loud. Right now.

Get it? Lisa. Carr. Yes, that's her real name.

Granted, Carr isn't her maiden name but she has been married to her husband, Bill, for 30 years with whom she has two children, Kristin and Will. She's been in the automobile industry for 33 years and is still going strong as the Director of Agent Development for D&M Leasing.

As she has grown in this industry, she's seen it evolve particularly as it relates to the buying power women have.

Lisa Carr and Gina Miller

"I think women are getting in the driver's seat, so to speak," Carr told me one day at D&M Leasing's North Dallas office. "In years past, women were in the passenger seat and giving their opinions. Now they're making decisions."

The facts back up her observation. Women buy more than half of the new cars in the U.S. and influence up to 80% of all car purchases according to a Women-Drivers.com.

What's interesting is the way women approach acquiring a car.

"Women these days are not only thinking about where they are right now but they also have the vision to go 36-48 months down the road and wonder 'Where will I be at that point? What are my driving needs? How are they going to change? Am I going to be in a flexible enough situation to move seamlessly to one situation in my life and then another?"

Think about it: a single woman gets married, has a kid and needs a bigger car or a stay-at-home mom's kids start school and that mom doesn't need the large mini-van. The needs change. Lisa believes women have the foresight to consider these things when looking for a car.

"Females have a clear direction on the fact that what's happening in their life right now may not be happening in their life in 48 months."

As Lisa was explaining this to me, I felt she like was describing me to a T. I am always that "what-if" kind of person. Perhaps more pessimistically put: I examine potential negative consequences. It's the reporter in me.

There is a certain amount of moxie one must have when working in a competitive industry like the car leasing business. For inspiration Lisa turns to one of my favorites, Nolan Ryan.

She has two pictures of his more "infamous" moments over her desk: the shot of him pummeling Robin Ventura and a picture of a bloody Ryan taken just after Bo Jackson hit a line drive which nailed Ryan in the mouth.